White Company online sales hit Black Friday record

The White Company (TWC) said it reached an online sales record in the week including Black Friday and Cyber Monday with the performance helped by a more robust platform. It did not say exactly how much it sold.

The White Company

The retailer has recently migrated its e-tail business to The Retail Cloud Team’s Digital Commerce Channel and despite a number of rival websites seeing a slower performance at peak times, the move appeared to help The White Company as it saw a 70% volume rise in web visits during the four-day weekend.

Importantly, it also saw a 20% increase in sales conversion during its busiest trading hour and reported no performance or reliability issues.

Dominic McBrien, multichannel director at TWC said: “Modern retail is hugely competitive and Black Friday/Cyber Monday are the busiest trading days of the year, so providing a reliable online service to our customers during this weekend was a key priority for us. Website downtime not only leaves customers frustrated and disappointed, but can impact retailers’ bottom lines.”

This year’s Black Friday frenzy did not see the mass website crashes experienced in the past but even without crashes, slow speeds saw some frustrated shoppers going elsewhere.

A year ago, some of the biggest sites had been taken by surprise by the level of demand with the John Lewis, Boots and Argos sites all being temporarily out of action during crucial shopping minutes.